Originally Posted On: https://www.candymarketing.co.uk/journal/ai-powered-search-ecommerce/

ChatGPT Goes Shopping: What AI-Powered Search Means for UK E‑Commerce

AI is taking the shopping bags into its own hands (well, figuratively speaking!). Openai has started rolling out shopping search features directly into Chatgpt. In plain English, you can ask Chatgpt about products, and it will show you actual items you can buy. No, this isn’t a sci-fi fever dream – it’s happening across categories like fashion, beauty, home goods, and electronics. The best part? These recommendations aren’t ads or paid placements; Chatgpt pulls them from structured product data provided by retailers​. (Yes, there’s even a sign-up page for businesses to submit their products to Chatgpt’s index – more on that later.)

So what does this look like in action? Imagine asking your AI assistant,

 

“What’s the best espresso machine I can get for under £200 that feels like a true Italian café at home?”

 

Instead of providing a list of web links, Chatgpt will respond with a curated selection of espresso machines, complete with images, prices, brief descriptions, and direct links to purchase. ​ In the new Chatgpt shopping interface, a query like:

 

“What’s the best espresso machine under £200 that comes close to the taste of coffee in Italy?”

You’d see product pictures (say, a shiny De’Longhi machine), prices from multiple retailers, star ratings, and even tags like “Best Budget Choice” or “Versatile Choice” to highlight why each pick stands out. On the right, Chatgpt lists the purchasing options (maybe Amazon, John Lewis, or the manufacturer’s site for UK users) with “Buy” buttons ready to click. Essentially, it’s like having a helpful shop assistant who already read all the reviews and will also remember your personal preferences. This is a big leap from traditional search results – Chatgpt isn’t just finding information anymore, it’s curating and presenting products in a friendly, conversational way.

The Future of Product Search? (Personalised and Conversational)

Is this the future of how people will search for things to buy? It certainly feels like we’ve stepped into a new era of product search. Unlike a typical Google query, where you get pages of results and sponsored ads, an AI like Chatgpt can have a conversation with you, ask clarifying questions, and then show personalised recommendations. According to Chatgpt’s product lead, Adam Fry, the AI isn’t relying on the same old SEO signals or keywords to determine what to show​.

 

“It’s not looking for specific signals that are in some algorithm.”

 

Fry explains – instead, it’s aiming for a shopping experience that’s more personalised and conversational, rather than keyword-focused. In other words, Chatgpt is trying to understand context and quality: how are people reviewing a product? What are the pros and cons? What’s being said on forums or social media? All that human chatter becomes the AI’s ranking factor.

Think about what that means. If a customer says,

 

“I only want eco-friendly products” or “I prefer buying from UK-only brands,”

 

The AI can remember these details and tailor the results next time​. It’s as if every shopper now has a personal assistant who knows their tastes. And because Chatgpt sources product information from various places – including editorial reviews (such as content from Wired or Which? magazine) and user posts on forums like Reddit – it provides a well-rounded view​. The AI might say,

“This kettle is rated highly for energy efficiency and durability, and many Reddit users mention its stylish design – plus it’s under £50.”

All of that is in one neat answer; no further digging is needed.

Of course, Chatgpt’s new trick is also a direct challenge to how we usually discover products via search engines or even Amazon. It’s telling that Openai’s move was compared to Google’s own shopping search. One tech writer noted that the experience shares many similarities with Google Shopping, minus the sponsored results. On Google, some product results are paid ads or influenced by those with the best SEO strategies. In Chatgpt, at least for now,

“The results you see in OpenAI searches are not paid placements, but organic results”

This level playing field could be a boon for small businesses with great products who might not have the deepest ad budgets – if you have the better-reviewed product, AI might just pick you to show the user.

By the Numbers: UK Shoppers & AI Trends in 2025

Now, before you panic that robots are replacing Google overnight, let’s look at some facts and figures – especially UK-specific trends – to see where we really stand in 2025.

Spoiler: Brits haven’t ditched traditional search just yet, but things are certainly shifting.

Search is still king for product discovery:

Approximately 38% of UK adults report that search engine results are one of their primary methods for discovering new brands or products. That’s higher than the influence of social media ads or even recommendations from family. In plain terms, 4 in 10 shoppers might find your online store because they searched for a product you sell. This highlights the continued importance of SEO and search visibility in the UK market. So no, traditional SEO is not dead for now – although I do seem to see an article saying so at least once per month.

E-commerce is huge (and growing):

The UK has always been an e-commerce trailblazer – in fact, our e-commerce market is the third largest in the world (behind only China and the US). As of 2024, nearly 60 million Brits were online shoppers​, which is basically almost everyone over the age of toddling! Online sales have made up roughly 30% of all retail in the UK in recent years​, and that proportion is expected to continue climbing. (For context, $127 billion was spent online in 2024 – a record high​.) We’re a nation of enthusiastic internet shoppers, from Aberdeen to Aberystwyth.

AI is becoming part of search habits:

It’s early days, but a growing slice of those searches is happening through AI assistants. Chatgpt itself reached around 100 million weekly users globally within a year of its launch​. As of April 2025, it is estimated to handle over a billion queries a day. Many of those are people asking for information or recommendations, just like they would on a search engine. In the UK, Google still dominates traditional search (over 90% market share) – but tools like Chatgpt and Bing’s AI chat have started to nibble at the edges. Microsoft reported a jump in Bing usage after adding AI, and Chatgpt’s integration with Bing means some folks here have been trying out that AI-powered search experience out of curiosity. It’s safe to say millions of queries from UK users each week are now going through some form of generative AI, whether it’s asking Alexa for the weather or Chatgpt for a recipe. This trend will only grow.

User behaviour is evolving:

Today, a typical shopper’s journey might involve multiple touchpoints – e.g., seeing a product on Instagram, Google it for reviews, checking Amazon for price, etc. However, with AI shopping assistants, some of those steps are consolidated. An interesting pattern to watch is voice search and chat-based queries. Nearly one-third of UK consumers have used voice assistants like Siri, Alexa, or Google Assistant to ask general questions or add items to shopping lists (you may have even tried, “Hey Alexa, order more tea bags”). As chatbots become more intelligent, people are beginning to treat them like consultants. Don’t be surprised if, by late 2025, many younger shoppers are asking Chatgpt or similar AI for style advice or gift ideas, rather than browsing dozens of sites themselves.

The takeaway from these stats?

UK shoppers are online and open to new tech, but won’t abandon what works. Google isn’t obsolete (not by a long shot), and classic e-commerce platforms remain critical. However, AI-driven search is steadily making its way into the mix. It’s a bit like when smartphones first got popular – people didn’t stop using PCs immediately, but our habits gradually shifted. As a business, you’ll want to be visible wherever your customers are looking – and increasingly, that might include the ChatGPTs and AI assistants of the world.

What Does AI Shopping Mean for SEO (and “AI SEO”)?

If you’re running an e-commerce business, you’re probably familiar with SEO (Search Engine Optimisation) – the art of getting your site to appear on Google when people search. So, what fresh madness is AI SEO? Simply put, as search evolves beyond the classic search engine, we have to evolve how we optimise. It’s not just about appeasing Google’s algorithm anymore; it’s also about making sure AI algorithms can find and recommend us.

Here’s the crux: Chatgpt’s shopping results aren’t based on the same ranking signals as Google’s. Traditional SEO best practices, such as incorporating keywords in titles and building backlinks, were primarily aimed at convincing a search engine that your page is the most relevant. However, with AI, the “ranking” process is more holistic and context-driven. Chatgpt is essentially reading and synthesising content from across the web. It examines structured data (such as product feeds or schema markup) to determine your product’s specifications and price. It examines sentiment and content from reviews and discussions to determine if something is well-regarded. It even takes into account a specific user’s preferences, if known. It’s like an uber-intelligent apprentice that has read everything about your product – from your site, from TechRadar’s latest review, to that random customer’s blog post – and then decides if your product is worth suggesting for the query at hand.

This means SEO is getting broader. We still need to cover the basics for Google (don’t fire your SEO consultant yet!), but we also need to consider AI visibility. Some in the industry have started playfully calling this “AIO” (AI Optimisation) or “GEO” (Generative Engine Optimisation)​. Acronyms aside, it boils down to a few key points:

Your content might be surfaced in new ways:

For example, if you have a blog on your site reviewing the “Top 10 hiking boots for Scottish weather” and it’s well-written, Chatgpt could actually cite it or use it when someone asks for hiking boot recommendations. We already see Google’s AI-powered search snippets sometimes quote websites in an “AI overview​.” So good content can directly translate into being part of an AI’s answer, driving traffic or at least brand visibility your way.

Citations and links matter (again):

In the early days of AI chatbots, one significant concern for businesses was that AI would provide answers without proper attribution, potentially leading users to overlook their site. The good news: Chatgpt’s shopping feature includes direct links to the products and sources it’s drawing from​, such as seroundtable.com and wired.com. Similarly, Google’s Search Generative Experience is also showing source links. So, it’s not a black box – if your site provides value, the AI will likely point users to you. Ensuring your content is accessible to these systems (not hidden behind logins, for instance) is important.

Quality and trust are paramount:

Because AI is seeking the best answers, it is arguably even more crucial to have high-quality content and trustworthy information. One tip is to keep your product descriptions thorough and genuine – include the details people care about, because the AI certainly will. If many customers mention that your handmade soaps smell like a dream but melt quickly in hot weather, address this issue in an FAQ or description (“Keep in a cool place to last longer”). Chatgpt might pick up on your proactive info rather than some complaint floating on Twitter.

In essence, AI SEO means thinking beyond just the Google results page. You want to ensure that when an AI is answering a question related to your product or industry, it has the ammunition to include you in the answer. That ammunition is your content, your data, and the buzz around your brand online.

5 Beginner-Friendly Tips to Optimise for AI Shopping Searches

Alright, enough theory! Let’s get into some practical, beginner-friendly tips. You don’t need to be a tech wizard or an SEO guru to start making your site more AI-friendly. Here are five steps you can take (many of them you might be doing already, and if not, now’s the time to start):

Get your product data in shape (and share it) –

AI shopping features like Chatgpt are fueled by structured data. This includes elements such as product titles, descriptions, prices, and availability, presented in a format that machines can easily read. Ensure your website utilises schema markup for products (a type of code that wraps around your product information to indicate its name, price, image, etc.). If you’re on a platform like Shopify or WooCommerce, there are plugins to handle this. Also, take advantage of any product feed programs. For instance, Openai has a merchant sign-up (currently via an Openai form) to submit your products – don’t be shy, sign up!​ If there’s an opportunity to feed your data into Google Merchant Centre for their AI or Bing’s equivalent, do that too. Think of it as making sure your goods are on the shelf where the AI can see them.

If you’re unsure of what structured data you have on a webpage, you can validate your schema.

Write content that answers real questions –

AI loves natural language. Consider adding a bit more conversational, Q&A-style content to your site. For example, if you sell artisan coffee, have a short section on each product page like “Q: Who is this blend perfect for? A: Great for coffee lovers who enjoy a nutty aftertaste and want a low-acidity brew.” Or maintain a simple blog/FAQ that addresses common questions (“How to choose the right size running shoes?”, “What’s the difference between our organic cotton and regular cotton shirts?”). This isn’t just good for traditional SEO – it’s gold for AI. If someone asks Chatgpt a similar question, there’s a higher chance it will pick up your detailed answer and maybe even cite or mention your brand.

Encourage reviews and social buzz –

Remember, Chatgpt’s product picks consider how people are reviewing and discussing products online. So, the more positive chatter about your products, the better. Encourage your customers to leave reviews on your site or third-party platforms. Don’t be afraid of a bit of user-generated content. Even critical feedback can be useful if you respond to it and make improvements (plus it shows you’re engaged). Also, keep an eye on discussions – if someone raves about your product on a forum or in a Facebook group, that’s the kind of authentic endorsement AI might notice. Essentially, good old word-of-mouth has gone digital, and “AI ears” are listening.

Keep your branding consistent and present –

AI models often draw on knowledge graphs and large databases of facts to answer questions (for example, Google’s AI might utilise the Google Knowledge Graph). Ensure the basics about your business are accurate everywhere online. Is your About Us page up to date with who you are and what you do? Do you have a Wikipedia page or a listing on major directories? Even something as simple as ensuring your name, address, and description are consistent across your website, Google Business Profile, LinkedIn, and other platforms can help reinforce your identity to AI. The more the AI recognises your brand as a solid entity, the more confidently it can recommend your products, knowing you’re a real, trustworthy business. This isn’t far-fetched – SEO experts suggest establishing your brand as a known entity helps machines understand and trust it​.

Experiment and stay curious –

One of the best ways to optimise for AI is to use these AI tools yourself. Go to Chatgpt (the free version or Chatgpt with Bing, etc.) and search for a product you sell. See what comes up. Does it mention your brand? Whose products does it mention? This can be really insightful (and okay, sometimes a bit humbling). If you find that Chatgpt consistently recommends your competitor’s items over yours, try to determine why. Do they have more content out there? Better reviews? Maybe you can address that. Also, try phrasing things the way a customer would – e.g. “best budget smartphone UK” or “top-rated vegan skincare brand”. Use Bing’s AI chat or Google’s Bard as well – each might pull slightly different sources. By playing detective, you’ll start to see where you can bolster your presence. And of course, keep an ear to the ground for new features. Today it’s Chatgpt shopping, tomorrow maybe TikTok integrates an AI search – who knows! Staying adaptable is key.

These tips are starting points. The beautiful thing is that most of them align with improving the overall quality of your website and customer experience. You’re essentially making sure your online business communicates clearly (to humans and AIs alike) and leveraging all the positive feedback from your happy customers.

Keeping Ahead of the Curve (Without the Headache)

We get it – all this talk of AI, Chatgpt, and new shopping search features can feel a bit overwhelming. When you think you have mastered the art of SEO and e-commerce, the next big thing comes along. But here’s the silver lining: you don’t have to tackle it alone, and you don’t have to drop everything to reinvent your strategy. Many principles remain unchanged – know your audience, provide value, be visible where your customers are – the tools and tactics are just evolving.

At the end of the day, the fact that AI tools are gaining shopping search features is good news for savvy small and medium businesses. It opens up another avenue for discovery and connection with customers. It’s a chance to compete on quality and relevance rather than just ad spend. And if it all sounds a bit too much to stay on top of, that’s where we come in. Candy Marketing prides itself on staying ahead of digital trends (so you don’t have to lose sleep over them!). We’re continuously monitoring how search is changing – from Google’s latest tweaks to the rise of Chatgpt’s shopping experience – and adjusting strategies for our clients accordingly. Our warm, down-to-earth approach means we’ll guide you through these changes step by step. Whether it’s fine-tuning your SEO for the traditional rankings or ensuring your content and products are optimised for AI-driven searches, we’ve got your back.

Remember, the businesses that thrive are usually those that adapt and seize new opportunities early. AI-driven shopping search is one such opportunity. With a few proactive steps (and maybe a friendly digital expert in your corner), you can turn this tech trend to your advantage. So, here’s to embracing the future of search with open arms – or should we say open shopping carts?

Ready to ensure your brand shines in both old-school search results and the new AI-powered world? Give us a shout at Candy Marketing. We also offer specialist SEO services tailored for businesses like yours, keeping you visible everywhere that counts. The AI revolution in search is here, and together, we’ll make sure you’re not just keeping up – but leaping ahead of the competition.